การวิเคราะห์ลักษณะลูกค้าองค์กรของร้านขายวัสดุก่อสร้างในอำเภอเมืองลำพูน

Abstract

This study aimed to investigate the characteristics of corporate customers at construction material stores in Mueang Lamphun District. A quota sample of 200 individuals was chosen for the study. Data collection was carried out through questionnaires from 100 modern and 100 traditional retail construction material stores in Mueang Lamphun District. Basic data analysis was conducted using descriptive statistics, including frequency, percentage, and mean. Additionally, inferential statistics, specifically the Chi-Square test, were utilized to analyze the customer profile. The study found that factors which can describe the characteristics of corporate customers in both modern and traditional construction material stores include the duration of holding a position, duration of employment, gender, factors in using construction material stores, types of products purchased such as steel, frequency of service usage, payment for products, who they use the service with, reasons for using construction material stores, sources for additional information, reliable sources of news, feelings about using the service, actions taken when dissatisfied, and actions taken when satisfied. Factors that can explain the characteristics of corporate customers specifically for modern construction material stores, but not for traditional construction material stores, include the content of media used in deciding to use the construction material store services, actions taken when in a hurry and having a regular store, and the channels for future product purchases. Factors that can describe the characteristics of corporate customers specifically for traditional construction material stores, but not for modern construction material stores, include the role in using the service, business model of the enterprise, position within the organization, frequency of service use, age, types of products purchased such as tools, PVC equipment, plumbing supplies, electrical equipment, paints and chemicals, service use on Monday-Friday between 08:00-12:00 hours, Saturday-Sunday between 12:01-17:00 hours, timing of service use, who they use the service with, number of people using the service, influencers in the decision-making process, decision-making process for purchasing, sources of information used in searching or receiving information, motivations for choosing to use the service, reasons for selecting the service, stores used besides the regular store, and payment methods.